The digital age has altered the way consumers interact with businesses, creating an extremely competitive marketplace. The ability to track the data of users allows marketers to create brand awareness, increase sales, and drive traffic to websites via social media marketing (SMM) which is a type of direct marketing that is based on interactions between the customer and company. This is a place where businesses can build their personas to create a sense of authenticity that their customers can identify with.

Article written by Emily C.